Chinese Law Prof Blog

Editor: Donald C. Clarke
George Washington University Law School

A Member of the Law Professor Blogs Network

Tuesday, May 31, 2005

Celebrity endorsements curbed in Beijing

On May 28, 2005, the Beijing Administration of Industry and Commerce announced that as part of its campaign against false advertising, it would deem as false advertising celebrity endorsements in which celebrities appeared in the capacity of consumers, ailment sufferers, specialists, etc. Thus, Liu Jialing can no longer announce that her use of SK-II skin-tightening anti-wrinkle cream reduced her wrinkles by 47% in a mere 28 days and made her look 12 years younger.

An interesting question is the degree to which a Beijing municipal government body can dictate rules for what is often a national advertising campaign that appears in many media. Apparently the object of the rule will be advertising agencies, advertisers, and media, but not the celebrities themselves. Will it apply only to those that are located in Beijing?

A report is appended below.

      “影视明星等公众人物以消费者形象出现,宣传推介产品,更具欺骗性。”市工商局广告处负责人告诉记者,虚假广告误导了无数消费者,而如果明星在其中亲身“示范”,会很容易混淆视听,诱使消费者作出错误判断,成为虚假违法广告不折不扣的“帮凶”。27日上午,北京市工商局等11个部门首次召开联席会议,向保健食品、药品等虚假广告宣战。今后,影视明星等社会公众人物在保健食品、药品、化妆品和医疗广告中以消费者、患者、专家的身份,向受众推荐商品服务或者介绍商品服务的优点、特点、性能、效果等均将被列为商业欺诈行为,属重点打击对象。

  市工商局有关人士介绍说,在一些产品广告中,影视明星如果使用了“我用(吃、喝)了以后……”等语言,均属被禁之列。比如,刘嘉玲在SK-Ⅱ紧肤抗皱精华乳广告中宣称“使用28天后细纹及皱纹明显减少47%”、“肌肤年轻12年”等都是不规范的。

  28日晚,记者在黄金时段留意了一下各地电视媒体广告,发现仍有一些明星在广告中现身说法。但没有看到由陈小艺代言的口服液广告和刘嘉玲代言的SK-Ⅱ广告。

  广告界有关专家认为,随着影视制作技术的成熟和多样化,广告的表现形式也应该丰富多彩,只要有好的创意,好的制作手段,不用明星,广告一样可以做得吸引人。

  媒体发布违法广告领导要负责

  市工商局局长张志宽指出,将建立新闻媒体领导责任追究制,发布违法广告的媒体要被锁入不良信用警示系统,向社会公示。对违法率居高不下或发布虚假违法广告造成恶劣影响的广告主、广告公司和发布者,将责令其在相应范围内公开更正,负有责任的广告公司和媒体,也将限制直至取消其广告经营资格。

  重点查处6种违法广告

  1.以新闻报道形式发布广告。

 

http://lawprofessors.typepad.com/china_law_prof_blog/2005/05/celebrity_endor.html

| Permalink

TrackBack URL for this entry:

http://www.typepad.com/services/trackback/6a00d8341bfae553ef00d834584bb869e2

Listed below are links to weblogs that reference Celebrity endorsements curbed in Beijing:

» Welcome to the Blogosphere (Clarke's China Law Prof Blog) from PrawfsBlawg
My colleague, Donald Clarke at George Washington University Law School, has just started a blog called China Law Prof Blog. [Read More]

Tracked on Jun 7, 2005 11:35:20 AM